Fash pack favourite Eudon Choi designs for River Island!

Channel your inner supermodel with LFW designer Eudon Choi's new line for the River Island Design Forum, launching this September.

Korean-born, London-based designer Eudon Choi is one of the rising stars of London Fashion Week and the insider's go-to, with fans including Rita Ora, Ellie Goulding and Jessie J. And now we hear he's the latest designer to collaborate with River Island Design Forum so from September we can all get our mitts on our very own piece of the Choi.

"As an emerging designer, the opportunity to work with a major high street retailer is an incredible opportunity." Said Eudon, "My mainline collections are sold in high end stores and I love the idea that people all over the UK will be able to buy this collection."

Known for his sleek cuts, unique masculine-meets-feminine aesthetic and luxe fabrics, Eudon is creating a 16 piece collection for his first ever high street collaboration. Inspired by Peter Lindbergh's ultra-sexy Wild at Heart 1991 shoot – starring top supers including Naomi Campbell Cindy Crawford and Tatjana Patitz – expect striking-cuts, biker details and a powerful kinda sexy, with prices starting at an entirely reasonable £30.

Eudon - who trained as a menswear designer in Seoul before coming to Blighty to study at the RCA – set up his 2009 and is a MAJOR coup for River Island's Design Forum initiative, which previously has worked with Georgia Hardinge (we LOVED her chic H.R.Giger-influenced prints) and wunderkind William Tempest. We cannot wait for the first look at Eudon's collection, which will be unveiled at London Fashion Week's Fash/On Film event on September 15, and on sale a week later.

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